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Crossing the Chasm : Marketing and Selling Technology Products to Mainstream Customers

by Geoffrey A. Moore
RM56.07 MYR
Crossing the Chasm : Marketing and Selling Technology Products to Mainstream Customers - Thryft
Crossing the Chasm : Marketing and Selling Technology Products to Mainstream Customers - Thryft

Marketing high-tech products to mainstream customers

Crossing the Chasm is a must-read for entrepreneurs, marketers and product managers looking to take their high-tech products to mainstream customers. With an updated coverage of the Internet, the book provides practical insights and a revolutionary new model to help bridge the gap between early adopters and mainstream customers. Users have found the book’s unique framework and actionable advice to be invaluable in building successful products and businesses.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.

Crossing the Chasm : Marketing and Selling Technology Products to Mainstream Customers

by Geoffrey A. Moore
RM56.07 MYR
ISBN: 9781841120638
Estimated First-hand Retail Price: RM96.61 MYR
Authors: Geoffrey A. Moore
Publisher: John Wiley & Sons Inc
Date of Publication: 2000-01-01
Format: Paperback
Related Collections: Business, Economics
Related Topics: Leadership, Entrepreneurship, Management, Technology
Goodreads rating: 4.01
(rated by 28747 readers)

Description

Author Geoffrey Moore makes the case that high- tech products require marketing strategies that differ from those in other industries. His chasm theory describes how high-tech products initially sell well, mainly to a technically literate customer base, but then hit a lull as marketing professionals try to cross the chasm to mainstream buyers. This pattern, says Moore, is unique to the high-tech industry. Moore suggests remedies for the problems that can help businesses meet their long-term goals. He coaches marketing professionals on how to move slowly through the gulf, teaching them to create profiles and target specific segments of the population rather than trying to plough right into the mainstream. He cites examples of successful chasm crossings by such companies as Apple, Tandem, Oracle and Sun, showing what they all had in common and exposing the different weaknesses in their strategies. Moore also assigns responsibility for success to programmers and developers by suggesting they design a "whole product model." Here, because integration tasks are daunting to the mainstream market, all the components of a technological product must be in one package. Moore also describes strategies for competing with rival companies and assessing the best distribution channels for penetrating the target market. Written not just for marketing specialists but for all employees whose futures ride on the success of a technical product, Crossing the Chasm delivers crucial information in an engaging, readable tone. --David James
Condition guide

Book Condition Guide

Books in Like New Condition

This book may contain very minor cosmetic defects, but it is in pristine condition. There should be no yellowing, no foxing, no water damage, and no annotations of any kind on the cover and the pages. For paperbacks, there should not be any crease marks on the spine. This book is good as new — lucky you!

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Very Good Condition

This book has been used, but it is still in a clean condition. There should be no foxing or annotations of any kind on the inner pages, but a sparse amount may be present on the cover, title pages, or outside edges of the book. There should be no water damage of any kind. For paperbacks, there may be light crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Good Condition

We do our best to ensure the quality of our books, but there is no escaping the wear and tear that comes with time. Slight foxing and some annotations may be present on the pages and the cover. There should be no water damage of any kind. For paperbacks, there may be several crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Well Read Condition

This is a well-read book, which means that the previous owner probably really enjoyed it! The cover and pages may include moderate foxing and annotations, but the text is not obscured and still readable. Moderate cosmetic defects and minor water damage may be present on the edges of the book. For paperbacks, there may be multiple crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

 

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Marketing high-tech products to mainstream customers

Crossing the Chasm is a must-read for entrepreneurs, marketers and product managers looking to take their high-tech products to mainstream customers. With an updated coverage of the Internet, the book provides practical insights and a revolutionary new model to help bridge the gap between early adopters and mainstream customers. Users have found the book’s unique framework and actionable advice to be invaluable in building successful products and businesses.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.